Who should attend
The programme is designed for mid and senior level managers in the sales, marketing, digital strategy, analytics, and organisational transformation roles in B2B oriented organisations. It is also suitable for senior managers in leadership and CXO roles who are charged with leading the organisational transition towards ABM. Finally, the programme is also suited for consultants who advice B2B clients on sales, marketing, and digital strategies.
About the course
Account-Based Marketing (ABM) is a critical approach to business markets in the new paradigm. In a challenging economic landscape, B2B-focused organisations must learn how to extract added value from these accounts. The ability to reliably deliver powerful strategies that fuel growth for key accounts at times of economic instability turn you into a preferred growth partner.
ABM helps you align the sales and marketing functions, and to achieve top-line and bottom-line targets. Firms that have transitioned to the ABM model have seen multi-fold growth in their average contract values and dramatic improvements in their return on marketing investments.
This interactive programme will help you understand the principles of ABM and get a first-hand experience with the tools, frameworks, and methods to be able to successfully implement it in your organisation. Using live examples, case studies, a simulation, and a project, you will learn how to seamlessly transition your organisation to ABM with minimal internal disruption.
How does this Live Virtual programme help?
Our Executive education redesigned for a radically different world. This programme blends the discipline of the on-campus experience that ISB is renowned for with our global faculty and advanced curriculum. You will gain immediately applicable advanced skills, relevant for the uncertain times we live in.
LIVE Virtual Classrooms
Experience a new way of immersive learning through group discussions, case reviews, peer networking and engaging dialogues.
Gain an official certificate of completion, awarded by the Centre for Executive Education at ISB, a prestigious B-School ranked among the best in the world.
Learn at India’s most researchproductive B-School. Gain from the advanced, up-to-date research being conducted by world-class faculty at ISB.
Expand your network with ISB’s 40,000+ high-performing alumni community. Join this group of senior executives and entrepreneurs spread across the entire world.
Learn how to deliver added value to all partners and stakeholders while you juggle the new work-life balance from the safety of your home.
Learn real-world skills that you can immediately apply to initiate transformation at your organisation, giving it a distinct advantage over competitors.
- Appreciate the strategic imperative for Account-Based Marketing in a B2B context
- Understand the limitations of a sales funnel-based approach
- Raise your awareness of the relationship between ABM and seamless customer journeys
- Learn how to gain efficiencies from a focused customer selection approach
- Understand how to integrate marketing, sales, and digital strategy
- Transform the organisation internally to derive the greatest benefit from ABM
- Current state of B2B Marketing
- Account Based Marketing and Flipping the Funnel
- The ABM Process and Content Matrix
- The ABM Tools, Technology Stack ,and Success Metrics
- Organising for ABM
- Brands, ABM, And Custom Value Proposition
- ABM In Action: Live Demonstration + Simulation
- Debriefing of Simulation
- Rolling out ABM
- Panel Discussion Closure And Valediction Feedback
Piyush Kumar is Associate Professor, Department of Marketing and is a Ph D (Marketing) from Purdue University. He has won many Teaching awards and held key editorial positions in leading journals.
Professor DVR Seshadri has taught at various IIMs and frequently held CEO positions at businesses of all sizes. An expert in B2B Marketing, Innovation and Entrepreneurship and Intrapreneurship, he is associated with major corporate houses like the Tata Group and L&T. He has taught on MBA, EMB...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.